The fourth annual Broadcast and Sports Media Academy took place at Ford Field this year, on Thursday, Nov. 6. The event drew high school and college students from across Michigan for a full day of networking, learning and hands-on media experience. The event continues to grow each year, offering students a unique opportunity to connect with local professionals in sports broadcasting and journalism.
This year’s keynote speaker was Jennifer “Hammer” Hammond, a longtime Detroit sports reporter known for her energy, humor and authenticity. Hammond shared her personal journey, reflecting on early challenges, her big break and how she built a lasting career in a male-dominated industry. She emphasized the importance of resilience, confidence and networking — especially when others doubt your potential. Her message resonated with students, many of whom are just beginning their media paths.
The academy featured two breakout sessions, each offering four topic choices so students could customize their experience. The first session included roundtables on behind-the-scenes production, building on-air or on-screen confidence, storytelling in sports and educator-led discussions with the Sportscaster Network. Students heard real stories about production challenges, last-minute broadcast changes and the importance of trust in journalism.
The second breakout session focused on career development, breaking news coverage, spotting misinformation and additional educator roundtables. These discussions gave students a deeper understanding of the ethical responsibilities of journalists and prepared them for the fast-paced nature of live reporting.
After the sessions, students could enjoy a free lunch and had the opportunity to attend a career fair featuring local stations, universities and media outlets. They had the chance to network, ask valuable questions and explore potential internship opportunities. Free professional headshots were offered, and students could even read from a teleprompter — for many, it was their first time experiencing what it’s like to be on camera in a professional setting.
One highlight was the student press conference, where college students fielded rapid-fire questions from industry professionals. The exercise simulated a real media scrum and helped students build confidence under pressure, a key skill for any aspiring journalist. Students were encouraged to think quickly, respond clearly and maintain composure — all essential traits in the world of live reporting.
The day concluded with private tours of Ford Field, offering attendees a behind-the-scenes look at one of Detroit’s most iconic venues. From the press box to the locker rooms, students saw firsthand how sports media operates on game day. The experience gave them a deeper appreciation for the coordination and effort required to produce live sports coverage.
The event was made possible by sponsors including the MHSAA, Ferris State University, Michigan State University, WLIX 10, TV 6, OK2SAY, Local 4 and others. Their support helped create an immersive experience that left students inspired and eager for what’s next.
The Broadcast and Sports Media Academy has proven to be more than just an annual event — it’s a growing community that empowers the next generation of broadcasters, journalists and storytellers. Students left with new skills, stronger connections and a clearer vision of their future in media.